The ads, which were scheduled to air nationally Sunday during the Oscars, feature the tag line "Rise Above," which is being used specifically for crossovers and SUVs, and mark the end of "Dare Greatly," which debuted during the 2015 Oscars broadcast, a Cadillac spokeswoman said.

The retirement of "Dare Greatly" and the marketing of the utility vehicles as a family mark the largest changes Cadillac Chief Marketing Officer Deborah Wahl has instituted since she took over Cadillac marketing and advertising in March 2018. She also has fielded more upbeat ads with more imagery of Cadillac vehicles.

"We felt it was best to take our name back and be unapologetically Cadillac again," Wahl said in a statement, adding: "2019 will be the year of the Cadillac SUVs."

It's unclear whether Cadillac will introduce a separate tag line for the full portfolio to replace "Dare Greatly." Early ads in that campaign were admired for their artistry and production but criticized by dealers for devoting too little attention to the products themselves.

The "Rise" campaign, Cadillac said, will lead the brand to "literally and metaphorically rise above its past and reimagine its future with its new SUV portfolio," which comprises two Escalade SUV models and three crossovers, including the XT6 three-row crossover scheduled to arrive in the summer.

A 60-second launch ad, also titled "Rise Above," is more cinematic than much of Cadillac's advertising over the last year, but still showcases the full range of utility vehicles, including the forthcoming XT6.

Three 30-second supporting ads — "Take the Stage," "Take Flight" and "Make Your Escape" — focus on the Escalade full-size SUV, XT5 midsize crossover and XT4 compact crossover, respectively. But all end with a shot of the full utility lineup.

All spots are set to the Childish Gambino song "Me and Your Mama." They also highlight the Cadillac crest, showing its horizontal blue lines forming a staircase, which the company says "represents the brand's upward determination and drive to succeed."